Savlon has launched its campaign for the Swasth India Mission, bringing together the children of The Dharavi Dream Project and rap artist Emiway Bantai with the hip hop anthem ‘Haath Dhona Cool Hai’ to encourage hand hygiene.
This is Savlon Swasth India Mission’s first collaboration with The Dharavi Dream Project, which engages and empowers children as community change ambassadors. The Dharavi Dream Project After School of Hip-Hop, a non-profit organisation based in Mumbai, through various educational programmes, mentorships and community engagement, supports children living in Dharavi.
Savlon Swasth India x Emiway – HAATH DHONA COOL HAI #HandwashLegend ft. The Dharavi Dream Project.
The campaign ‘Haath Dhona Cool Hai’ uses the cultural nuances of hip hop to not only encourage youngsters to adopt the ritual of hand hygiene, but also helps redefine the mundane task as an engaging and cool thing to do.
Emiway Bantai, popularly known as the King of the Streets, has written and composed the Handwash Anthem for Savlon Swasth India Mission.
Sameer Satpathy, Divisional Chief Executive, Personal Care Products Business, ITC Limited, said, “Handwashing plays a pivotal role in maintaining overall health. ITC’s Savlon Swasth India Mission has been at the forefront of inculcating hand hygiene as a habit and continues to innovate with its communication and product ideas to enable this change. With the anthem Haath Dhona Coo Hai, Savlon Swasth India Mission taps into the cultural truth of the youth of today to make the simple but predominant style of the hand rub by rap stars worldwide, an interesting and relatable symbol of washing hands. It is indeed a unique idea that makes washing hands a cool ritual.”
Emiway Bantai added, “This is genius! I never thought once that the rap style of rubbing hands could mean so much more. I’m excited about this collaboration with Savlon Swasth India Mission as it has done the unthinkable and I can state with full confidence that once you have seen it you will always connect it back to washing hands. I am really glad that Savlon Swasth India Mission spotted it to broach one of the simplest yet the most important conversations on health today – hand hygiene. Watch and groove to the beat of #HandwashLegends!
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